Make your competition irrelevant

June 21, 2011

How often have we seen a politician box his or her opponent
into a corner? Happens all the
time. We say they framed what the voters
would think about that opponent before the opponent had the opportunity to
establish their position.

Can this learning help those of us in marketing? I think so.
Isn't the job of marketing to make your competition irrelevant? What can you do to reframe the question
consumers are asking when they seek a brand that will satisfy their need?

The reframing question we face is one of making our brand
stand out from the crowd, or stepping up to make our brand the leader in a new
category. The Mini has reframed the
concept of driving experience - but for only a few. Their great car is small, has a quirky
design, makes you feel young, and gives you a sense of performance without
breaking your gas budget. But it's not
appropriate for a few, those who think small is great.

On the other had look at the number of brands that have
truly changed the way customers think about the way they go about their
lives. Apple Ipod is a great example of
reframing the game. They put 10,000
songs in your pocket. There was no other
option. They slammed the door on the
competition and make the brand choice easy.

Don't just reframe the way your brand interacts with
competitors, reframe the category space your brand competes within and make
your competitors irrelevant.